Rok Hribar, Chief Commercial Officer at BF Games, offers a candid look at how the iGaming industry is evolving beneath the surface. In this interview, he unpacks the structural and strategic shifts shaping the space—from modular game engines and AI-supported development to the growing need for localized content and agile team culture. Rather than chasing trends, Hribar focuses on building systems that adapt, scale, and actually work.
In this conversation, he discusses:
- How BF Games balances innovation with regulatory complexity
- Why true localization starts at the concept stage
- The quiet role of internal workflows in speeding up delivery
- What makes a game feel personal — beyond mechanics
- How BF Games is planning for long-term relevance, not just quick wins
Rok, the iGaming industry is evolving rapidly. In your view, what are the biggest shifts shaping the market today?
Rok Hribar: Absolutely — the iGaming landscape is changing every year, bringing both challenges and opportunities. One of the most significant shifts we’re seeing is the global trend toward regulation. Legalization efforts in new regions such as the US, Canada, Brazil, and parts of Asia and Africa are requiring us to adapt to diverse regulatory frameworks. While that brings complexity, it also opens up major opportunities as we aim to join licensed operators in these emerging markets.
Regulation is the most visible change, but as a digital industry, we’re also deeply impacted by advances in technology — especially artificial intelligence. AI, a buzzword in recent years, is now being widely adopted by operators to improve personalization, enhance responsible gaming measures, and detect fraud. On the provider side, AI is also transforming the game development process. While game design was once entirely in the hands of artists, today their work is increasingly supported — and sometimes even accelerated — by AI-generated graphics and tools. This allows us to bring games to market faster while still delivering high-quality player experiences.
How does BF Games position itself amid these changes to stay competitive and relevant?
Rok Hribar: As mentioned earlier, the iGaming world is evolving rapidly, and to keep pace, we need to act quickly and stay agile. Our development roadmap is intentionally short and flexible, allowing us to adapt swiftly to changing trends and market demands.
We’re actively experimenting with AI tools to accelerate our game production process. This helps us stay ahead of the curve and deliver high-quality content faster. At the same time, by regulations, markets are more local – pushing us to become more player-centric. To comply with market-specific requirements, we’re now localizing our games beyond simple translations — we translate not only UI, but also even adapt games titles to better resonate with regional audiences.
In the past, we used a single title globally in the hope of building broad brand recognition. But in today’s crowded market, where new games launch daily, we believe a localized approach creates stronger connections with players. Speaking directly to the player in their language and cultural context has become a key part of our strategy.
We’re also going further by developing market-specific content — not just localizing games, but designing them from the ground up for particular regions. A great example is our partnership with Betsson, for whom we developed FK Žalgiris Legacy. Betsson Lithuania sponsors FK Žalgiris Vilnius, the top football team in the country, and we created a game to celebrate that local pride. It’s a strong example of how we align with both operators and players on a deeper level.
Finally, we know that even the best products need strong support to succeed. That’s why our sales and client retention team has grown 3–4 times in size over the last two years. This investment helps us strengthen relationships and ensure long-term value for our partners.
With the rise of personalization and gamification, how is BF Games innovating on the product side? Are there specific features or mechanics you’re excited about?
Rok Hribar: Absolutely — we’re putting a strong focus on innovation, especially when it comes to game mechanics and player engagement. Looking ahead to this autumn, we have two exciting releases planned that showcase our approach.
The first is Magnetic Coins, which introduces a unique Magnet Bonus feature. Players can trigger magnets that lock onto the reels and collect coins continuously across respins, creating an engaging and rewarding experience.
The second title, coming in October, is Werewolf Hour. This game builds tension through a collection mechanic where players gather bonus symbols — and every 12th spin, marking the “werewolf hour” or midnight, those collected symbols are unleashed, unlocking extra reels and enhancing win potential. It’s a great example of gamification built directly into the gameplay loop.
These new titles reflect our commitment to blending creative storytelling with innovative features. We want players to feel immersed and rewarded, not just through wins but through engaging mechanics that make each spin meaningful.
Compliance and regulation are more critical than ever. How does innovation balance with staying compliant in various markets?
Rok Hribar: The key is flexibility. Almost all of our games now run on our new game engine, which was built with both innovation and compliance in mind. From the player’s perspective, this means a modern and intuitive user interface. But behind the scenes, it gives us powerful configuration capabilities.
We can easily adjust a wide range of settings — which features, mechanics are active or visible to the player, which not — depending on the specific requirements of each market. This modular setup means we don’t need to rebuild games from scratch for every jurisdiction. Instead, we can quickly adapt existing titles to meet local regulations.
We also offer variable RTP settings, which allows us to tailor games even further to match regulatory expectations and operator preferences in different regions.
At the same time, new regulations often require recertification of existing titles. That’s why we’ve built our processes to support both innovation and the longevity of our portfolio. We want players to enjoy not only our latest releases, but also the older, beloved titles they remember. With games certified in over 24 jurisdictions today and more on the horizon, our legal and compliance teams are always busy.
For those who may not be familiar, how would you describe BF Games’ identity in the market today?
Rok Hribar: BF Games has a long-standing presence in the gambling industry and is part of a larger group that spans nearly the entire ecosystem — from slot machines and terminals to game development, casino platforms, and sportsbooks. This deep-rooted experience gives us a strong foundation and the credibility of a well-established partner.
At the same time, we operate independently and remain agile — not tied down by the structure of large corporate entities. This independence allows us to move quickly, adapt to market changes, and offer highly customized solutions to our clients. It’s this combination of heritage, quality, and flexibility that defines our identity: a trusted, innovative provider that delivers tailored products and services to meet the evolving needs of operators worldwide.
The company has had an impressive journey. What have been the key milestones for BF Games in the past few years?
Rok Hribar: At BF Games, we don’t focus so much on single milestones — instead, we concentrate on consistent growth and daily improvement. Our approach has always been about evolving and adapting to the fast-paced nature of the iGaming industry. That said, looking back, there have certainly been many important steps along the way.
We’ve built a highly diversified game portfolio, assembled a passionate and skilled team, introduced innovative features and mechanics, and strengthened our network of partners and market connections. One of our proudest achievements is maintaining a strong presence in highly regulated and competitive markets — including Poland, one of the most tightly controlled in Europe. There, we not only hold a strong market position but have also earned the titles of Games Developer of the Year and Slot of the Year from the country’s two leading industry portals.
On the technical side, the development of our new game engine has been a major breakthrough. It’s made our games more flexible, more customizable, and easier to adapt to different market regulations — which is critical in today’s fragmented regulatory environment.
And if we had to name a clear milestone, I’d say joining the “150+ games” club last year was a proud moment for the team. Reaching that level of production while maintaining quality and innovation is no small feat, and it reflects our long-term commitment to building engaging, high-performance content.
Can you give us a sneak peek into what’s coming next—whether it’s new markets, games, or strategic partnerships?
Rok Hribar: We are actively pursuing growth on multiple fronts to expand our reach and enhance our offerings. Our future plans include entering new markets such as Peru, where we see strong potential, and further strengthening our relationships with clients across the LATAM region. At the same time, we remain committed to deepening our presence in markets where we are already established.
On the product side, we are developing innovative new games like Werewolf Hour – previously mentioned – which introduces unique mechanics and highlights that our expertise extends beyond classic fruit or character-themed slots. We’re also placing increased focus on building advanced tools and features that empower operators to showcase how our games not only attract players but also drive strong retention.
Through these strategic moves, we aim to reinforce our position as a versatile and forward-thinking game producer, ready to meet evolving player preferences and market demands.
Team culture often plays a key role in innovation. What’s the team dynamic like at BF Games, and how does it support your goals as a CCO?
Rok Hribar: Personal happiness is at the heart of our company. Team Culture is at the heart of our innovation. At BF Games, we embrace a flat, matrix-style organizational structure that ensures fast and transparent information flow across the company. Everyone is kept in the loop on all our projects, which not only encourages knowledge sharing but also empowers our teams to adopt and implement great ideas quickly.
To further strengthen collaboration, we often pair team members together. This approach improves the exchange of information, fosters mutual support, and helps us gather more meaningful feedback from our clients. It also enhances professional growth by allowing employees to learn from one another in real time.
Recognizing the need for continuous improvement, we are planning some organizational changes aimed at making our processes and decision-making even more efficient. Our goal is to reduce waiting times and streamline workflows, enabling teams to react swiftly to new opportunities and challenges.
As Chief Commercial Officer, I oversee our Sales, Aggregation, and Account Management teams, while closely collaborating with our technical, game development, compliance, and legal departments. My focus is on creating an environment where every employee thrives. I strive to develop strategies that support our sustained growth, introduce seamless processes between teams, and cultivate relationships that ensure our clients have the best possible experience with our products.
Ultimately, we want to consistently demonstrate tangible progress, showing a clear “before and after” in everything we do, so that both our employees and clients experience the benefits of our innovative, collaborative culture.
Your background includes roles across different facets of gaming. What drew you to this industry in the first place?
Rok Hribar: My first professional step was as a Head of Department for a company managing some of the main attractions in Slovenia, where I gained crucial early management experience. Reflecting on that period, I believe I took on leadership responsibility a bit too soon, genuine understanding of departments, people, and content develops best if you experience different stages first.My entry into the online gambling industry was purely coincidental. I hadn’t worked in gaming before, just as I hadn’t had previous experience when moving into tourism, IT, EU projects, plastic manufacturing, or the rolling paper industry earlier in my career.
What I noticed is that the main challenges companies face, across all sectors, are strikingly similar: organizing processes, setting the right priorities, aligning the team, and shaping the product. It’s less about the specific industry, and more about knowing and applying these organizational fundamentals. Once those basics are covered, you can contribute anywhere, allowing space for creativity and strategic work in areas like marketing.
Within iGaming, I was fortunate to start from the ground up, as an aggregation manager, account manager, and salesperson. Each of these roles broadened my experience and skillset, ultimately preparing me to confidently step into the Chief Commercial Officer role at BF Games.
Today, I find the gambling industry truly fascinating. While many believe running a slot game is as simple as pressing a red button, the reality is far more complex. Behind every game is an intricate ecosystem, built through the collaboration of experts across multiple disciplines, all working together to create and deliver truly engaging entertainment experiences.
Leading commercial strategy in such a dynamic field must be exciting. What motivates you most in your role at BF Games?
Rok Hribar: First of all, being in a company working with 300 incredible people and being responsible for my dedicated team means I get to nurture talent, foster a collaborative culture, and help my colleagues achieve both professional growth and personal satisfaction. Witnessing our team’s growth and celebrating shared success is truly gratifying.
Naturally I am motivated by the opportunity to drive growth by entering new markets, forming strategic partnerships, and launching innovative games that resonate with players. I am more into the dynamic and proactive nature of the work, which keeps me engaged and continuously learning. I love discussing with the design and game development team about the games, however my input there is limited due to specific knowledge. At the same time, I value the foundation built by past efforts in the last two years and understand the importance of taking time to recharge and reflect, which helps me maintain perspective and focus on meaningful next steps.
When you’re not thinking about games and strategy—what helps you unwind or get inspired outside of work?
Rok Hribar: I usually unwind by spending time with family and friends, traveling, visiting museums and art galleries, visiting cities, meeting new people and trying to be as open minded as possible to new ideas and experiences. Sometimes you can still catch me thinking about what crazy full back tattoo I should get as a teenager. Oh, wait, I’ve grown up.
With a background in digital media and a keen eye for emerging technologies, Ronaldo bridges the gap between players and platforms through clear, insightful reporting to the iGaming industry.
